Fall 2018

MKT460: Strategic Marketing

Sec: 13

Turnaround Strategies for Roof Afza

Assigned By: Ms. Sherina Idrish (SEH)
Senior Lecturer
Department of Marketing and International Business
School of Business and Economics, North South University

Date of Submission: 20th December 2018

Shehrina Idrish (SEH)
Senior Lecturer
Department of Marketing and International Business
North South University
Dear Ma’am:
Subject: Submission of report
Here is the report on the turnaround strategies of Rooh Afza, which has been in the market for
the last 113 years. We have shown the existing condition of the product and also what we are
planning to do in order to re-establish Rooh Afza in the market in more updated way. We have
tried to utilize and apply all the knowledge that we have learned in the course to interpreted all
the information and write this report. In this report we have thoroughly looked at the topics and
other methods helpful for Rooh Afza to be launched in the Bangladesh market and reach its
target market. In fact, we have used most of the materials that we have covered in our course and
analysed it
I hope Ma’am, that this report shall be up to your expectation and according to the instructions
you have given us. Thank you for your support and guidance.
Sincerely,

ACKNOWLEDGEMENT

We have taken lot of efforts to bring out a proper report as per all the instructions and guideline given to
us. However, it would not have been possible without the kind support and help of many individuals. We
would like to extend our sincere thanks to all of them.

We are highly thankful to our honorable faculty Shehrina Idrish, because without her guidance and
constant supervision as well as for providing necessary information regarding the project it would not
have been possible for us to come up with this report

The project was made on “Rooh Afza” a product of Hamdard, Bangladesh. We would like to express our
gratitude towards their shared public information on their official websites, personal interview that we
have taken and reports and the various guidelines we have received for completing this project.
 Executive Summary

The purpose of this report is to learn, understand and analyze the problems that Rooh Afza under
Corporate Brand Hamdard, faced in the market and in managing their marketing strategy in
today’s competitive market. This comprehensive study is hoping in benefit the students in their
academic learning theories and helping them to understand the current scenario in the market as
well as the industry and company.
For this report we have used two methods which are: primary research and secondary research.
First of all, for our primary research, we visited to the head office of Hamdard (WAKF)
Laboratories which is located in Rupayan Tower, New Eskaton. There we took a short structured
interview with some direct questions about their product Rooh Afza.
For our secondary research, we took information from their websites and also by exploring and
browsing other websites where we got the best possible information. Beside these, we kept
different books and articles in our list of research method.
 Table of Contents

1. Company and industry

overview: ................................................................................................1
1.1. Introduction to the
industry: ......................................................................................................1
1.2. Introduction to the
company: ....................................................................................................1
1.3. Introduction to the
SBU: ...........................................................................................................1
1.4. Key stakeholders of the company in macro and micro
environment: ........................................2
1.5. PESTLE analysis of Rooh Afza:
…………................................................................................3
1.6. Porter’s five forces of Rooh Afza:
…………….........................................................................6
1.7. Current consumer profile
table:.................................................................................................8
1.8. Current way of
targeting: ..........................................................................................................9
1.9. Current
positioning:.................................................................................................................10
1.10. SBU’s present
4Ps: ...............................................................................................................11
1.11. SWOT TOWS
analysis:.........................................................................................................13
1.12. Problems Rooh Afza is facing currently:
……………...........................................................16
2. Turnaround strategic
plan: .........................................................................................................17
2.1. Turnaround
strategies: ............................................................................................................17
2.2. Growth
strategies: ...................................................................................................................17
2.2.1. New profile
table: ................................................................................................................20
2.2.2. Proposed target marketing
strategy: .....................................................................................20
2.2.3. Scopes of
disruption: ............................................................................................................21
2.2.4. Chasm
strategies: .................................................................................................................22
2.3. Pricing: ...................................................................................................................................26
2.4.
Distribution: ............................................................................................................................29
2.4.1. Types of
distribution:............................................................................................................29
2.4.2. Type of selected distribution
strategies: ...............................................................................31
2.4.3. Point navigation strategies: .................................................................................................32
2.5. IMC
campaign: .......................................................................................................................33
2.6. Relationship marketing
process: .............................................................................................42
3.
Conclusion……………………………………………………………………………………..43
References………………………………………………………………………………………..44
Appendix…………………………………………………………………………………………45
1.1 Industry Overview
During 1980, the beverage industry started to grow in the Bangladeshi market in a steady way as
there were only two or three beverage products. Geographically the weather of Bangladesh is
humid so people traditionally tend to be thirstier. With time, varieties of drinks and beverage
entered into this market such as carbonated drinks, juice, and non-alcoholic squash. In the year
2000, more than 10 foreign beverage products entered in Bangladesh. From then the beverage
market became very competitive. But in 2007, the soft drinks market of this country experienced
a drop due to the political instability. At present, few firms are dominating the market such as,
Abdul Monem Limited, Transcom Beverage Limited, Akij Food & Beverage Limited, and
Agriculture Marketing Company Limited. From these companies, Transcom Beverage Limited is
dominating the market with 41.10% market share here.

1.2 Company Overview

The founder of Hamdard was Hakim Hafiz Abdul Majeed in 1906 in Delhi, India. He wanted his
wife to give ‘waqf’ after the name Hamdard dedicating to the human welfare. The meaning of
Hamdard is who shares the pain of other or a companion of
pain and the word waqf means, ‘sacrifice for the people in the
name of Allah’. After his death, his two sons and his wife
maintained Hamdard onwards. In 1953, his youngest son
Shaheed Hakim Mohammed Said introduced Hamdard in
Bangladesh by setting up two sales centers in Dhaka and
Chittagong. Mr. Shaheed made Hamdard Bangladesh as
‘waqf’ in 1972 after its independence. Since then Hamdard
Pakistan, Hamdard India and Hamdard Bangladesh are serving
to mankind with a similar mission and vision.

1.3 SBU Overview “Rooh Afza”

In 1907, Rooh Afza was introduced under Hamdard corporate brand
as a SBU which was world’s first ever syrup which shows the beauty
of its fragrance, taste, color as a traditional syrup with many health
benefits. The founder Mr. Majeed himself made the formula of this
syrup with the help of his faculty. He combined many fruits, flowers,
vegetables and herbals to make Rooh Afza such as, Rose, Keora,
mint, carrot, pineapple, orange, watermelon, different seeds and
many more. All these ingredients gave Rooh Afza a unique flavor,
sweet smell with health benefits. From then Rooh Afza is being
shared with friends and family with warmth love as sherbet, desserts,
cold milk drinks and in many recipes.

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 1.4 Key stakeholders of the company in macro and micro environment

Micro environment

The micro-environment is composed of the actors who are close to the company, and those who
can affect its ability to serve its customers. The micro-environment is partially controllable, and
can be categorized into two distinctive groups. The first group is the Task Environment
consisting of the suppliers, intermediaries, customers and competitors. The second group the
Internal Environment consisting the company itself, the company’s members, and the make-up
management

Task environment

Suppliers: The supplier of the company is Hamdard itself. Not only Rooh Afza but also the
supplier of all the products that Hamdard produces. The ingredients used by for the making of
Rooh Afza are very unique and rare from all the beverages or health drink that are available are
in the market. Thus Hamdard makes sure that the ingredients they use are up to the mark.

Intermediaries: Intermediaries refer to the distribution channels which is being used by

Hamdard. The company is using direct and multichannel distribution strategy.

Customers: The customers of Hamdard is everyone, because it provides medicine and

health care services for everyone. The main focus of Hamdard is to serve customers
efficiently because they believe that life is love, life is service,
Competitors: Hamdard is the market leader of the health care and medicine industry. Even
though they are the leader, they face competition from other industries like Square and Beximco
and other international companies as well.
Internal environment

The Company Itself: It is very important to have an organizational culture that helps a company
to operate smoothly. Carefully set up system work is very important for the workflow. Whether
it is a centralized or decentralized system, the most important thing is how effective the structure
is when applied for the company. Hamdard needs to make sure that the information flow is
widely conveyed to the employees and all the customers. Effective rules and regulations need to
be applied to ensure the benefits of employees, and the business as well. The way an enterprise
operates directly affects their success in the marketplace. Hamdard needs to understand how their
service is perceived by the customers after the recent unfavorable mishaps. Only when the
company knows where the company is, admits the problems, can they can work on finding
adjustments to fix current problems.
The Company’s Members: It can be said that human element is among the most important
factors that internally exert impacts on the growth of the company, especially when it’s a product
based one. The employees can be either a strength or weakness of the company depending on the
level of practical skills, attitudes toward work, and so on. Hamdard should definitely hire people
who know what their responsibilities are and know exactly how to perform according to it to
satisfy the customers. Also making sure the employees are happy is extremely important. If an

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employee is not happy, their service might not be good, which in the long run will hurt the
goodwill of the company.

Financial resources: Money is the most vital part for any organization to operate. No company
can survive without having capital resources. As Hamdard has been in the market for a long
time, they have acquired quite a good amount of capital. The company also operates on other
business areas like medicines, syrups, medical centers and other health care products that help
them earn more and invest more.

1.5. PESTLE Analysis

Political

Bangladesh is currently undergoing political changes due to the recent elections which will be
taking place at the end of the year. This can lead to some uncertainty about trade agreements
and access to markets and it is likely that some changes will occur in the country, but that this
will take some time to take place. Bangladesh has an unstable political system which can be a
barrier to the expansion of Rooh Afza. If government or parliament passes more regulations on
the expansion of beverage market that might not be favor able for Rooh Afza in the near future.
Economical
The GDP rate is growing around 7% every day in Bangladesh. Currently the GDP of
Bangladesh is $286.82 billion.  People are earning more money every day than before. Beverage
sales were affected during the recession several years ago. The tax rate on beverage in
Bangladesh is in between 15%- 20%. Beverage industry is a rapidly growing sector in
Bangladesh, employing a significant portion of the labor force in the country. Between 2004 and
2010, the Beverage industry in Bangladesh grew at an average 7.7 percent per annum which will
create a strategic advantage for Rooh Afza for expanding its business.
Social
Bangladesh is a densely populated country. Around 161 million people live here. Most of the
people are young. The target customer of beverage industry in Bangladesh are young generation.
There is another segment of people who are very health conscious and loves to take beverage
which comes from organic sources. The number of health conscious people are rising by the day
in this country.
Environmental
Environment element has been an area that has been heavily focused by many group of interest
when discussing areas such as food industry. Environment element has been an area that has
been heavily focused by many group of interest when discussing areas such as food industry
Environment element has been an area that has been heavily focused by many groups of interest
when discussing areas such as beverage industry.
The environmental factors include the changing trend of global environmental norms. The other
environmental factors include the initiatives taken by Hamdard to promote health awareness and
other good norms among people. Consumers have become more aware of the need to abide by

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the need of sustaining environment. According to Bangladesh GOVT companies cannot do any
such thing which can affect the environment (Bangladesh environment court act 2000). The
company should reduce producing carbon as much as possible. Because this is the main reason
of global warming.
Thankfully Hamdard do not operate in any way that harms the environment. They are more
ecofriendly and very much aware of their responsibilities

Technological factors
Bangladesh is not very advanced in technology. It falls in medium category. But to operate a
business in this country it can provide sufficient technologies. In this country people has full
access to the internet which is a plus point for a business. The country has full access to the
social media and every segmented digital marketing opportunities. People are using the latest
technologies more and more. This also helps business expansion.

Technology is booming in Bangladesh. People are adapting more upgraded technology.

Hamdard can use all of those factors to operate their business. They can use the social media
tools for their digital marketing. And the internet will help them to store their all data regarding
to the business

Legal factor

Legal issues of our country are very critical. Because a little change in law can change the whole
revenue structure of the business.
Nowadays the consumers of our country are very strong. Any service providing should be very
careful about the consumer law to be successful. Hamdard is also aware of their consumer law
besides that, they are very much knowledgeable about their employee law. Hamdard as a
beverage company follows company act imposed by the government of Bangladesh.

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PESTLE Scenario Analysis

Certain
5 ( (1,5) (5,5)

4 (4,5)

(4,4)

1 (3,2) ( 3,5)
(3,2) 3 4 5
Not Important
Important

Political:

Economical:

Social:
Technological:

Legal:
Environmental:
1.6. Porter’s five forces model of Rooh Afza:

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 Threat of New Entry
1. The scope of having new entries in the
market is low (+3)
2. Entry barrier is low (-1)

Supplier Power Competitive Rivalry Buyer Power

1. Less alternative 1. No direct 1. A good number of
suppliers (-2) competitor (+3) substitutes (-3)
2. Low negotiation 2. Other type of 2. Switching cost is
power (+3) health drinks are low (-2)
3. Switching costs is entering the market 3. No direct
Low. (+2) (-2) competitor (+3)

Threat of Substitution
1. Increase level of alternatives in the
market (-3)
2. Cost of substitute is low. (-2)

A table of porter’s five forces model based on their strengths:

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Justification:

Forces High Medium Low

Entry barrier

BP of suppliers

BP of buyers

Substitution threat

Intensity of rivalry

Threat to New Entry:

 The ingredients used by Rood Afza is very unique and rare.
 The recipe of Rooh Afza is patented and traditional.
 The entry barrier is low because no such legal procedures are required to make a health
drink.
Bargaining Power of the Suppliers:
 The ingredients required to make Rooh Afza are not easily available to all the suppliers.
 The negotiation power of the suppliers are low because the producer is Hamdard itself.
 The raw materials that are being used in making of Rooh Afza is also used in the making
of other products of Hamdard, thus the switching cost is less.
Bargaining Power of the Buyers:
 Even though Rooh Afza does not have any direct competition, but it does have
alternatives like Tang, Foster Clark, and other beverages.
 The price of the alternatives are more or less equivalent to each other thus the switching
cost is low.
 Consumer consider Rooh Afza as the only traditional health drink which does not have
any competition.
Threat of Substitution:
 Even though Rooh Afza does not have any direct competition, but it does have
alternatives like Tang, Foster Clark, and other beverages.
Competitive Rivalry:
 Rooh Afza is the only patented health drink in Bangladesh having 45% share in the
market.

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  But alternatives are increasing in the market especially among the younger generation,
which might become a strong competition of Rooh Afza.

1.7. Consumer Profile of Rooh Afza (Current)

Geographic Demographic Psychographic Behavioral

Segmentation Segmentation Segmentation Segmentation

Area: Age: Lifestyles: User Status:

Rural, Urban & Sub- All age groups. Introvert, extrovert, Ex-user, Potential
urban areas. Starting from 5+ traditional,
years old. contemporary. Usage Rate:
Locations: Light and medium
Dhaka, Chittagong Gender: Personality Traits: user
Both male and Compulsive,
Country: female. Gregarious, Loyalty Level:
India, Pakistan & Brand Loyalty,
Bangladesh Income: Core Values: Shifting Loyalty,
Lower and Medium Conservatism, Switchers
Intellectual
Occupation: Autonomy, Benefits
Blue collar, White Egalitarian Segmentation:
Collars, Housewife, Commitment,  Controls heart
Students, Retirees. Harmony beat
 Improves
Religion: cardio
Mainly Hindu & vascular
Muslim functions
 Maintains
dehydrations
 Reduce body
heat
 Improves
energy level in
body

1.8. Current way of Targeting

We are targeting our customer by doing product specialization .Our target is to make sure to
offer the best quality of Rooh Afza as we have loyal customer base. We are targeting those
people who are

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  Health conscious
 Who enjoys sweet drinks
 Occasional drinkers(Ramadan)
Our targeting is strong as we have the following

Packaging
Rooh Afza’s packaging is always helped them to maintain its popularity among it’s consumers.
When people think about Rooh afza we always imagine a vintage red bottle .They didn’t change
their packaging for a long time which also help the consumer to identify a bottle of Rooh afza
among the others.

Natural ingredients
Bangladeshi people love natural things .Rooh Afza use 10 natural herbs in the making which also
contain fruit and vegetables .Rooh afza is seen as a natural drinks among its customer and also in
the social media campaigns

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Medicine Qualities
Now a days every
Company that offer
drinks in Bangladesh
is using the same ingredients as every other company .So while booing a drink of for thirst
anything extra is a big factor for buying .Rooh afza also has medical ingredients in it.

1.9 Current way of Positioning

This is an internal and external foundation of a brand that summarize a company’s position in the
market condition .The components of Hamdard positioning are
Audience and context
For Rooh Afza we are focusing people of all ages
Action Components
Strong marketing mix and IMC campaign
Positioning Statement
The idea is to promote our brand in such a way that whenever people think about a drinking an
energy drink he/she will think of Rooh Afza as their first option
This statement has clarity (clear message to everyone).consistency (constantly focus on better
quality and also credibility (Rooh afza will hit in such a way that the customer will believe the
claim of care)
Brand Tagline
A moment of Healthy sip
Brand Mantra

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Quality drink, Natural, Healthy
Position Ladder

Emotional
Benefits:
Relaxing,
Soothing,
chilling,
trustworthy,
protection,
love, sharing

Functional Benefits:
Controls heart beat, Improves cardio vascular
fucntions, Maintains dehydration, Reduce body
heat, Improves energy level in body, Helps in
fever, Haemoglobin,

Features: Pet glass bottle, herbs, vegetables, fruits, flowers, roots.

Attributes: high quality, all natural ingredient used

1.10. SBU’s Current 4P:

Product
 Rooh Afza
Rooh Afza is packed with natural ingredient and
 CINKARA 225ml offered in following size and category
 Hamdard Herbal Ointment
 300 ml Rooh Afza
 Hamdard Honey
 800 ml Rooh Afza
 Ispaghol
FAULIN 450ml ARQ (Liquid)
Rooh afza offered in a single flavor but it has a
HAMDARD ASHOKARISTA
broad product line
 Khamira Gaozaban
 Khamira Hamdard

 SOHAG SOONTH MAJOON

100 gm. Semisoli
 Qulzum Page | 11
 Safi
 Sualin
 Sharbat Faulad
PRODUCT LEVELS
 Core Product: A drink that help to meet the thirst.
 Actual Product: Natural drinks

Pricing
Rooh afza offers in two bottle shapes in Bangladesh. One of them is 300 ml which is 150 taka
and another is 750 ml which is offered at 200 taka
While setting the price for Rooh afza some factors is considered.
Economic Condition
While setting the price for Rooh Afza the economic condition of Bangladesh was considered.
The price for Rooh Afza is structured in such a way so that people from all customer segment
can afford it
Competitor’s price
Rooh afza price is more affordable than any other drink manufacturer in Bangladesh .A jar of 1
kg tang is 1000 taka where a Rooh afza 75o ml offered in only 200 taka
Price sensitive
The consumers of Bangladesh is price sensitive .In Hamdard we try to make sure that every
penny of our customer is worth the purchase
Emotional Pricing
Rooh Afza’s pricing strategy is open and it is very transparent

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Place
Rooh Afza’s own 300 acres of land in Chittagong for cultivation, conservation of the fruits
required in the making of Rooh Afza.
Promotion
Rooh afza do their promotion by using

 Billboard
 Website
 Facebook page
 Adverting
 Offering Free sample to loyal customer
 Offering drinks to the fasting passerby

1.11. SWOT TOWS Analysis

SWOT Analysis:

Strength Weakness
1 An established Brand 1 Lack of creative advertisement
2 In market for more than 110 2 No repositioning strategy
years 3 Lose of sell in winter
3 Low price 4 Continuous change in customer
4 Acts as coolant for body preferences
5 Type of UNANI medicine 5 New generation has not accepted
and no side effect yet
6 Recommended by some 6 Seasonal product and seasonal
doctors for weak and old variations in sales
people 7 Employees are not aware of
7 Trend setter within its market recreating brand value.
8 Hamdard and Barista coffee 8 Non Interactive web site.
company announces strategic
tie up
9 Large Company

Opportunity Threat
1 Population is increasing every 1 Uncertainty in the economic
year along with the target condition.
market, giving us another 2 Customer prefer other beverage

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 opportunity to increase market 3 Existence of strong competitors
share. 4 Inflation and rapid increase in
2 More creative advertisement raw materials price.
3 Collaboration with another 5 Bad reputation after publishing a
brand report on false ingredients.
4 Repositioning for younger
audience
5 So it can go for line extension.
6 Inexpensive as compared to
other drinks so it can create
high demand and revenues.

TOWS Analysis:

Strength(Internal) Weakness(Internal)
1 An established 1 Lack of creative
Brand advertisement
2 In market for more 2 No repositioning
than 110 years strategy
3 Low price 3 Lose of sell in winter
4 Acts as coolant for 4 Continuous change in
body customer preferences
5 Type of UNANI 5 New generation has
medicine and no not accepted yet
side effect 6 Seasonal product and
6 Recommended by seasonal variations in
some doctors for sales
weak and old 7 Employees are not
people aware of recreating
7 Trend setter within brand value.
its market 8 Uninteractive web
8 Hamdard and site.
Barista coffee
company
announces strategic
tie up
9 Large Company
10 Market Leader

Opportunity(External) Strength/Opportunity Weakness/opportunity

1 Population is 1 S01,03,09,10 O01 1 W01,02,05,06

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 increasing every Hamdard is a Large O02.03 We should
year along with the company and price is invest more money
target market, still low, so it can on advertising and
giving us another easily reach their target create a strong
opportunity to market and can easily management
increase market increase market share. department in the
share. 2 S08 O03 Already has company.
2 More creative collaborated with 2 W03,04 O04,05 We
advertisement Barista coffee should develop a new
3 Collaboration with company. product to target
another brand. 3 S01,02 O02,04 customers in the
4 Repositioning for Hamdard should invest winter season.
younger audience more money in 3 W07,08 O02
5 can go for line advertising to regain Hamdard should
extension. their product value. make a good quality
4 S04 O05 We should full, user friendly
introduce new product website.
to grab share of
beverage.
Threats(External) Strength/Threats Weakness/Threats
1 Uncertainty in the 1 S09,10T01,05 If 1 W01,02T02,03 Add
economic condition. economic condition another different
2 Customer prefer other goes down then Rooh product in the product
beverage Afza can depend on line and invest more
3 Existence of strong Hamdard’s other in market research
competitors products to sustain in and marketing.
4 Inflation and rapid the market. 2 W07T05 Train
increase in raw 2 S01,02,03,05,06T02,03 employee and
materials price. Rooh Afza is not motivate them to
5 Bad reputation after costly and it has some work hard to create
publishing a report on benefits after value by doing some
false ingredients’. consuming it so it can donation and press
compete with release.
competitors.
3 S01T05 they should
create a video on
manufacturing process
where they are using
fruits to make Rooh
Afza and and publish it
through digital media
and also need some
press conference
regarding this issue
that they have solved
it.

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 1.12. Problems that Rooh Afza is facing currently:

1) Packaging: The packaging of Rooh Afza is traditional. It has been following the same
design with what it started 113 years ago.
 The size of the bottle is too large which is suitable for a family only.
 The bottle is made of glass which is risky to carry and also the cap of the bottle is
made of steel which according to our survey, the customers says to be dangerous
because it may cut their hand. The bottle is not also reusable, which will eventually
hamper the environment.
 There is no variation in the size. Only 2 sizes of bottle are available in the market
which is targeted for family size only.

2) Flavors: Rooh Afza has been following the same procedure and ingredient with which
it had started its journey. It is likeable to the older generation but most the younger
generation term Rooh Afza as a cough syrup. Because of which they are not likely to
have it as a drink. The main reasons are there are no variation in flavor because of
which the younger consumers do not feel the urge of having it.
3) Customers: As per the interview that we have conducted, Rooh Afza is a goodwill
product according to Hamdard. As a result, they are only focusing on the loyal customers
they have for a very long period. But at the current situation, the older generations are
being taken place by the younger ones. And as a matter of fact, Roof Afza is not
preferable to most of the younger customers.

4) Promotion: Rooh Afza is still using the traditional promotional strategy to promote their
product. They only come up with few advertisement in few television channels only
during the Ramadan season. This promotional strategy is only covering some part of the
entire population. They are not using the digital media which is in present time the most
effective way of promoting a product.

2. Turnaround strategic plan:

2.1. Turnaround Strategies

Consolidation: At the present time, every other company and organization are bringing out new
ideas and ways of promoting their product and gaining attention of the population. Rooh Afza
has been in the market for a long period of time. It has been following the traditional promoting
ways that it has used from the very beginning. Rooh Afza is said to be a goodwill product of

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Hamdard. It has been a part of many families from a longer period of time. Even though Rooh
Afza has its significances in the market, but it is slowly losing its charm among the younger
generation who are the actual target market at the present situation. The younger generation are
more digital based generation. They search for products that are unique and different from other
products and thus Rooh Afza does not serve these generation in any way. So we shall be
following the consolidation strategy where we will be making new strategies, a new marketing
mix, new promotional ways so that Rooh Afza can have a brighter future in the Bangladeshi
market.

2.2. Growth strategy

Vertical Integration
Vertical integration occurs when a firm acquires business operation within the same production
vertical. It can also be forward and backward in nature .By doing the vertical integration
companies can eliminate the intermediaries cost and improve the efficiency by decreasing the
transportation cost .It will also reduce the turnaround time .Hamdard offer Rooh Afza in all the
retail stores and they also have their own sales center .So we can say that Hamdard is a vertically
integrated company .for this reason Hamdard can offer Rooh afza at a lower price than their
competitor.

Own garden Sales center

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Horizontal integration
Horizontal integration occurs when the firms acquire business of a similar or different industry
.It is contrast to vertical integration. We are planning to bring ‘Sugar free” Rooh Afza for the
diabetes people and also “Rooh afza Heart” for the high blood pressure consumers in the same
market which will help us to gain more market share over our opponent.

Sugar free Rooh Afza

Concentric
Concentric integration occurs when we are offering a new product line in the same industry. We
will be offering a new product line like “Rooh afza Coke” in the same market .By merging
Rooh Afza beverage and Rooh Afza cola we can create more revenue than others. It will also
pave our path to being the market leader in the beverage industry.

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Conglomerate Integration
Conglomerate integration occurs when we offer a new product in a new industry .We are
planning to offer natural beauty care product under the name of Hamdard.

2.2.1. New Consumer

Profile:

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 Geographic Demographic Psychographic Behavioral
Segmentation Segmentation Segmentation Segmentation

Area: Age: Lifestyles: User Status:

Urban & Sub-urban All age groups. Extrovert, traditional, First time user,
Mainly young contemporary. Potential user,
Locations: generations Regular user
Dhaka, Chittagong Personality Traits:
Gender: Compulsive, Usage Rate:
Country: Both male and Gregarious, Medium and High
Bangladesh female Authoritarian,
Ambitious. Loyalty Level:
Income: Brand Loyalty, Split
Lower, Medium and Core Values: Loyalty,
High Conservative,
Intellectual Benefits
Occupation: Autonomy, Affective Segmentation:
Blue collar, White Autonomy,  Controls heart
Collars, Housewife, Hierarchy, Mastery, beat
Retirees, Students. Harmony  Improves
cardio
Religion: vascular
All religion functions
 Maintains
dehydrations
 Reduce body
heat
 Improves
energy level in
 Helps in
Digestion

2.2.2. Proposed Target Market Strategy:

Product Specialization: Rooh Afza is the only health drink with one specific flavor available in
the Bangladeshi market. It has focused on all the segments and served then with Rooh Afza. The
product that we are planning to launch will also be targeting all the segments but more focus will
be on the younger generation because the new generation are not much into the existing product,
Rooh Afza is more likeable by the older generation of the population. The new product of Rooh

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Afza will be stepping stone in the minds of the younger generation, who are the one not liking
Rooh Afza the way it is now.

2.2.3. Scopes of disruption:

Rooh Afza can improvise their services and products and create brand loyalty which will result
in the profitability of the Industry. Rooh Afza can also focus on the updating the products by
using technologies. By the use of technology Rooh Afza can improve both the products and
supply chain.

Roof Afza can use Technology to improvise or develop the Product:

• Upgraded Machinery: The machinery that has been used for the making of Rooh Afza
can be upgraded into more advanced machinery which will make the procedure of making
the product much easier. The technology is called flexible line technology which provides
a maximum leeway for the drink manufacturing and product mixing.

• Modernized Laboratory: In different time, Rooh Afza has been accused for using
different chemicals that is not suitable for health. Even though none could prove to this fact
that Rooh Afza does this unethical part, but still in order to avoid such situations in near
future, Rooh Afza can have more updated and modernized laboratory where they will have
more advanced ways and procedures for making their product. And also they can ensure
that the ingredients that they use is up to mark and suitable for consumption.

Rooh Afza can use Technology to Develop Distribution Channels

• Mobile applications: An app of Rooh Afza, from where the customers will be able to get
to know the prices of all the products Rooh Afza offers, collect information, can go
through the recipe for making different things using Rooh Afza and can also directly order
and get a delivery at home. In this application people will have to assess into by their

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 name, email Id and password like other mobile application. Here they will have the option
for online payments.

• Social media commerce: Through social media like Facebook, Instagram and Snapchat
where people can get information about the products, go through the reviews of the
products, see the recipes of making different deserts with Rooh Afza and also will be able
to share their own recipe. It would be easier to make any purchasing decision for the first
time buyer.

• Websites: Customers will be able to purchase the product online and also will be able to
pay online through the website of Rooh Afza.

2.2.4. Chasm strategies:

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At first, the marketers of Rooh Afza will target the first innovators (Techies). Then they will
slow down the following strategy and will share their strategy to make their service viral among
the (Visionaries) by creating a buzz in market and social medias. Slowing this group will act as
an influencer and pass it among the early majority group (Pragmatics). After reaching the early
majority will slow spread Rooh Afza all over to mass market to late majority (Conservatives)
and laggards (Skeptics). After passing through all these stages Rooh Afza will become one brand
in the health drink and beverage industry. To make Rooh Afza a successful brand we need to
cross the Chasm gap. It is very critical and sensitive period when any company comes with their
service offer in market segment- Innovators and Early adaptors. This 2 stages will mainly
branding the service successfully and push that to the early majority, late majority and other
groups of the target market. In order to avoid this gap between the early adopters and early
majority we can do these following Strategies -Targeting the Right Segments, Developing own
content, Setting the Right Marketing Mix and Facing Competition.

Targeting the right Segments: We will target the right segments. And we will target the
younger generation who are also the Enthusiasts. We will target them because they are obedient
type and self-motivate type of person. And it will also good for the early adopters as it is an
important play role. They will give the review about the new product of Rooh Afza that we are
launching.
Developing own content: Rooh Afza hill have to create their own content for the product to
remove the Chasm. We will be using the social media to target them, use the digital media where
we can grab the attention of the younger generation and try to be interactive with them so that we
can interact with them.
Setting the marketing mix: We will setting the right marketing mix for Rooh Afza. We will
create the new marketing mix that’s mean new 4Ps so that people can get attracted again.
Facing Competition: With the new product we will be launching Rooh Afza may face
competition in the market. The contents that we are developing will be stand out point for Rooh
Afza among the target customers.

New positioning strategy with brand essence:

The audience and context:

• The audience: Rooh Afza will be focusing on the consumers’ need who are most likely into
new products that are different from other products in the market. Rooh Afza has to make
sure that people will be liking the product that they have launched and the feedback that
they are receiving.

• Context: Since people now a days are more into celebrating occasion, they will find Rooh
Afza as an addition in their family which is fun and at the same time healthy for every one
of them.

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Positioning by benefits:
• Emotional benefits: Rooh Afza is a traditional and authentic product which will fill their
customers with Safety, part of the tradition, trendy, warmth, trust, healthiness

• Functional benefits: Controls heartbeat, Improves cardio vascular functions, Maintains

dehydration, Reduce body heat, Improves energy level in body, Helps in fever,
Hemoglobin,

• Positioning by values: Rooh Afza assures that whatever the consumers are having is good
for their health as well as they will be getting the fun fact they were looking for in that
product because that’s what Rooh Afza has been focusing on with their new product.

The new positioning strategy with brand essence according to the above given situations are as
follows:

Brand Functions: Drink and Beverages

Descriptive Modifier: Healthy, nutritious, different taste, good for health conscious people

Emotional Modifier: Safety, part of the tradition, trendy, warmth, trust, healthiness

Array of the Branding for the purposed of SBU

House of Brands:
Show Endorser: Rooh Afza can be the endorser of various shows and programs like cooking
shows, different competitions that occur in universities and health care talk shows. Not only
Rooh Afza will be endorsing this programs but will also be an active part of the entire procedure.

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Branded House: Hamdard has their own
university, medical center, treatment and sales
center and Ayurvedic clinics. These are the sub brands under the parent brand of Hamdard.

Token Endorsement: Rooh Afza can bring candies and lollipop for the kids that has the flavor of
Rooh Afza. They can make mint candies too for those who are having excessive cough. Other
than this they can bring Rooh Afza flavored herbal tea for those who are very health conscious.

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2.3. Pricing

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1. Reverse Cost Plus:
Under the price and perceived quality matrix, Rooh Afza and our new product Swash fall in
“Superb Value” because the quality is high of the product along with the natural ingredients at a
lower price, where our competitor Tang is providing their product in a very average quality and
average price. So, this is the good opportunity for us for the acquisition of the Prospects. The
best part of competing is that we are providing the natural ingredients both for Rooh Afza and
Swash which is healthy where Tang is just serving the powdered version of their product with no
confirmation of any functional benefits. This thing will attract the consumers.

2. Value Based Pricing:

 Customer Segment Pricing: Our main targeted customers are the young people and
especially for them we introduced Swash drink. The price of this new drink has been kept
lower price as students are our concerns.

Tk. 18 Tk. 25
200 ml 400 ml

 Product Form Pricing: The Rooh Afza main

bottle is in two sizes, 300 ml in tk. 150 and 800 ml in tk. 200. The packaging will be
remaining the same. And for the new product the details is give above.

3. Price Sensitivity:
Price sensitivity is the degree to which the price of the product affects the consumers’ purchasing
behaviors. For example, some consumers are not willing to pay even a few extra money for
purchasing Rooh Afza, especially if a lower-priced beverage is available in the market.

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4. Customer Costs:
The previous price of Rooh Afza was also lower and we kept the price same as before in lower
because to spread the popularity of the product among people especially to the young as much as
possible. As we are keeping the pricing strategy same as with the current one there is no gap for
the strategic accounts. Our promotion campaigns are designed in such a way that customers will
spend more as the quality is high and the competitor isn’t serving the healthy drink so the
demand will be also high.

5. First vs. Repeat Purchase Pricing Strategy:

The price is totally fixed for our product. We are using Repeat Purchase Pricing Strategy.

Product Price (tk.)

Rooh Afza 300 ml 150

Rooh Afza 800 ml 200

Apple Swash 200 ml 18

Apple Swash 400 ml 25

Grape Swash 200 ml 18

Grape Swash 25

6. Emotion:
We are not charging any hidden cost and any psychological pricing such as Tk. 19, 29 so on.
Straight forwardly we are charging simple basic bottle in basic pricing.

7. Competitor Reaction:
Competitors might react on our lower pricing strategy as they are not proving like ours not in
quality nor in price. So a reaction is expected from our side. But still on that lead time through
our campaigns we will grab the opportunities of the consumer.

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8. Point of Sales:
The pricing will be fixed as the price is already low and there is nothing to give discounts on.
During special occasions, seasonal offer of extra-large pack will be provided but with the same
rate. The user at the time of transaction will not get any extra benefits.

2.4. Distribution
2.4.1. Types of Distribution
Direct distribution
Direct distribution occurs when a company move products from production to buyer without the
help of any wholesaler and retailers .In Hamdard one can buy Rooh Afza from any of the
medicine shop Hamdard owns in their near areas .Consumers can directly go there and buy any
amount of Rooh Afza they want .The customer doesn’t need any help in term of direct
purchasing Also to help out the consumers of Rooh Afza Hamdard has all the addresses of their
sales point throughout the country in their website

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 Direct distribution channel flow chart

Indirect distribution
Indirect distribution occurs when product moves through by a chain of intermediaries to be
available to customer. In an indirect distribution system it usually involves a third party software
to sales the product .Hamdard also use indirect distribution system as the distribution channel.
They sell Rooh Afza through other retailer or wholesaler. Consumers can buy Rooh Afza from
any of the super shop like Mehedi Mart, Meena Bazar or Agora

Hamda
Banglade

Hamdard Agora/Meena Consumers of

Bangladesh Bazar/Swapno Rooh Afza
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 Hamdard Agora/Meena Consumers of
Bangladesh Bazar/Swapno Rooh Afza

Retail
Hamdard Stores Consumers of
Bangladesh /Departmental Rooh Afza
Stores
Indirect Distribution Channel of Rooh Afza

Multichannel distribution
Multichannel distribution occurs when a customer want to distribute their product via using
multiple channel. This is usually internet based and online based .Rooh Afza also use
multichannel distribution as it offers a huge segment of customer who are mostly depended in
online shopping .Rooh Afza also offer their product in online shopping market like
othoba.com ,Chaldal.com

Hamdard Bangladesh Othoba.com/chaldal.com End user of Rooh Afza

Flowchart of multichannel distribution Channel

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2.4.2. Types of selected distribution strategy:
Rooh Afza follows intensive distribution channel as Hamdard sell Rooh Afza by using as many
outlet or sales point as possible.
Rooh Afza has a high control over their services .ROOH Afza is 117 year world products .Roof
Afza is planning to enter in the market with a new marketing strategy as they want to fully
renovate their product and want to attract the Young generation segment of the market
.Hamdard has a different manufacturing plant for their food section and another for their food
section .Most of the consumers of Rooh Afza are loyal to Hamdard .There are some consumers
who are brand inconsistent who would not buy any other drinks other than Rooh Afza in
Ramadan . So Rooh Afza always try to pay more attention to make sure the best quality while
making Rooh Afza.

2.4.3. Four point of navigation model:

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Reach
Rooh Afza is
available in all the shop they own .Rooh Afza also distribute through the wholesalers and
retailers So Consumers can easily but Rooh Afza .The Distribution channel of Rooh Afza is
strong .Our co distributor will be Othoba.com as an online purchasing point and agora as
wholesalers.
Affiliation
Affiliation means how much trust you have on something .We will create transparency by
getting the Rooh Afza tested from doctors of Dhaka Medical College .We will challenge our
industry by saying that it is the best healthy drinks than the others competitors who are offering
drinks in Bangladesh.
Richness
It shows how rich the service provider is in fulfilling the customer needs and want. Richness also
include customization .By using Rooh Afza consumers can make milkshake cheesecake etc.
Most of the consumers of Rooh Afza is b loyal because it offers the same taste as it used to offer
many years ago. They also offer free Rooh Afza in the beginning of every year to their loyal
customer. They give preference in customer need, wants and demands .By dong these they
increase the brand loyalty in consumers mind.
Range

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Rooh Afza offer two size of bottles .One is 300 ml at 150 taka and another is 750 ml which is
offered at 250 taka .The price range of Hamdard is affordable by all level of consumers. While
setting the price range they think about the affordability of the consumers.

2.5. Integrated Marketing Communication (IMC)

1. Setting Objectives:
For Rooh Afza, we will use the “Hierarchy of Effects Model” of advertising.

Awareness

Knowledge

Liking

Preference

Conviction

Purchase

a. Awareness:
For the brand awareness of Rooh Afza, we will be doing:
 Display of the product in departmental, super and local grocery
stores
 Social Media Games through Instagram & Facebook
 We will provide sample of the Rooh Afza shots and with new
exciting chilling flavors (slash)
 Events for current customers, “Bhalo Thakbo, Bhalo Rakhbo”.

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b. Knowledge:
We will let our consumers and targeted customers know about our product with its functional
benefits that Rooh Afza already promise which is pure use of herbs, vegetables, fruits, flowers,
roots, that helps in improvement of health. As todays generation is very health consicous, they
seek the proper nutrients in beverages with fruits and vegetables. The best part is Rooh Afza not
only has fruits, vegetables but also herbal roots and beneficial flowers. We designed this picture
showing the struggle one has to bear while getting a proper nutrition altogether, as all the
promised ingredients are already there in the Rooh Afza bottle itself.

For the emotional benefits, we will use our celebrity Bidya Sinha Mim by showing love and
sharing of Rooh Afza.
c. Liking:

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We will increase the positive attitude of our customers through doing CSR associated with Jaago
Foundation. These activies will be shown in Social Media so that a positive image creates in
front of the consumers.

d. Preference:
After showing all the health benefits of Rooh Afza, and presenting our CSR activities our
consumer will feel the same warmth and judge the quality of Rooh Afza. We are hoping that they
will get stick to our product and engage in all the promotions and gradually we will be successful
in building the brand loyalty.

e. Conviction:
The main element of developing the confidence level of the customers is even though we are
introducing our new product ‘Slash’, we are using the fruits fully. We are ensuring that Rooh
Afza and Swash both are healthy to drink. This way we will convince them.

f. Purchase:
After building the confidence level and sampling our tasty soothing drinks, our consumer will
purchase our product.

2. IMC Objective Table:

All of our ads will be shown upto 3 months of huge promotions. Just one thing will be run upto 1
year long and that is CSR event with Jaago Foundation.
Interactiv
Sales Direct
Personal e Support
Specifics Ad Promotio Marketin PR
Selling Marketin Media
n g
g

Awareness 50% 40% 35% 70% 45% 30% 25%

Knowledge 35% 30% 25% 55% 30% 25% 20%

Liking &
25% 20% 15% 45% 25% 15% 10%
Preference

Conviction 20% 15% 10% 30% 15% 10% 5%

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 Purchase 15% 10% 5% 25% 10% 5% 5%

3. Contact Points & IMC Tool Mix List:

Contact Points Details IMC Tools

Jamuna TV, BTV, Channel
Broadcasting: TV (non Personal but
24, Shomoy News, Channel Ads, Sponsored Events
DRTV)
9, ATN, Channel I
Radio Today, Radio Foorti,
Broadcasting: Radio (non Personal but Ads, Radio Jockey
Radio Spice FM, Radio
DRRA) Endorsement
Shadhin
Print: Dailies, Magazines. Non Prothom-Alo, Canvas,
Print Advertisements
Personal but DRPA Daily Star
Facebook, Instagram,
Digital: Social Media (personal) Direct Marketing
Snapchat, Youtube
Interactive/ Digital: Mobile app, text, Rooh Afza app in Play
Direct Marketing
phone calls (personal) Store
Digital: Website Link of website Indirect, Direct Marketing
Facebook (Jaago
Digital: Community/ Public pages
Foundation, Jaago.com, Indirect, Direct Marketing
online reviews
Rooh Afza),
NSU, IUB, AIUB, Jamuna
PR, Direct Marketing,
Interactive: Activations (personal) Future Park, Bashundhara
Indirect Marketing
City
Support Media: Billboards, Mobile
Inside Dhaka (Mobile Ads, Publicity, Direct
Billboards, aerial etc. (personal/non-
Billboeards) Marketing
personal
Ads on Facebook,
Digital: SEO and paid ads on SM
Instagram, Youtube, Ads
platforms
Google
Digital: Vlog/ Blogs, Review pages Pop up ads in Youtube Publicity, Interactive

4. Content Development:

a. Message:

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We will use two emotional appeals “Humor” and “Care & Sharing”. The Humor ad will be
presented by Miraz and Care & Sharing ad will be presented by Mim.
Humor- “Enjoy your life in 100% halal way
Care & Sharing- “You can always take care of your friend. It is not so expensive”

b. Face: For the face that is celebrity endoresement of our product, we will use 2 celebrities.
 Bidya Sinha Mim:
Mim is one of the popular and strong celebrities in
Bangladesh. As she is very health concoius by herself,
it will help us to present the functional benefits of
Rooh Afza through her. The emotional benefits also
will be presented by her showing the soothing and
relaxing feelings of Rooh Afza.

 Mehidy Hasan Miraz:

Miraz is the current crickter of Bangladesh Crictet team. His activities are quite noticable
now-a-days and he has a good sense of humor. His
popularity is in a growing stage. So, we will use him
in humor based ads for our product.

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c. Execution:
 Story Telling:

 Humor: For humor we will be using Mehidy Hasan Miraz. The ad will be based
on Ramadan month. The scenario is Miraz will watch an ad on the TV of beer
which is so appealing that will increase his thrist. But on that moment his friend
will notice him and caught him on the spot on a funny embarassing moment.
After that he will give Miraz a small bottle of Rooh Afza and a line will pop-up
beside saying, “Enjoy your life in 100% Halal way”.

 Care & Sharing: For this emotional appeal we will be using Bidya Sinha Mim.
The situation is Mim will be sick and her friends wants to visit her. But they will
think what can they take for Mim. Suddenly one of them will take the name Rooh
Afza after that the functional benefits will be shown very quickly. The ad will be
end by showing all of them laughing and caring and the line will be pop-up
saying, “You can always take care of your friend. It is not so expensive”.

5. Digital Marketing:
a. Display Advertising:
We will use the pop up ads in Instagram, Facebook and Youtube all under the paid media.

b. Social Media Marketing: The ads and promotions will be

done through Facebook Page, Instagram page, Youtube.

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c. Video/Viral Marketing: Video marketing will be done through our celebrity endoserment,
Bidya Sinha Mim & Medidy Hasan Miraz.
d. Affiliated Marketing: On Facebook, chaldal.com will advertise our product on their page and
keep them in their stock for online order.

e. Referral Marketing: We will visit univeristies such as NSU, IUB, AIUB under BTL and set
up gaming system, selfie contest with friends along with our booth, and will provide samples of
our new product Swash.

6. Mobile Marketing:
a. Mobile App:
We developed an app for Rooh Afza inlcuding some features like, providing daily recipes of
desserts, drinks, health tips, interesting facts about heath. Other fun feature such as game named
“Grab the bottle” will be included in the app option.

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7. Sales Promotion:
a. Customer oriented Promotion (B2C):
 Sampling: We will provide free samples of Rooh afza shots and our new product Swash
in our selected contact points such as, NSU, IUB, AIUB, Jamuna Future Park,
Bashundhara City.
 Coupons: QR Codes will be given beside Rooh Afza bottles and those code will be scan
through Rooh Afza app. After scanning the customers will get instant coupon benefits
with 10/20 tk of mobile rechage.
 Premiums: Free gifts will be provided such as Rooh Afza mugs, Rooh Afza recipe
books, small packet sugar of ‘Fresh’ brand. Also a box of 10 swash will be provided for
the winner, where the customer can turn the box into UNO cards.

 Contest: Online contest “Bhalo Thakbo, Bhalo Rakhbo”

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b. Trade Oriented Promotions (B2B):
 POP Displays: We will display our product in
departmental, super and local stores like the given
picture

 Promotional Allowance: Same as affiliated

marketing
 Slotting Allowance: For our new product swash we
will pay the retailer to display them in their store.

8. PR Relation:
We will associate with Jaago Foundation in short run CSR activities under only Rooh Afza for 1
year. Press events will also be held along with the CEO of Jaago Foundation.

9. Support Media:
a. Third Party: We will invite the “Bangladesh Standards and Testing Instittution” (BSTI) to
our manufacturing place and show them the manufacturing process of Rooh Afza from
vegetables, fruits, flowers, herbs, roots.
b. Celebrity Endoresement: Two celebrities Bindya Sinha Mim and Mehidy Hasan Miraz.
c. Alternatives: In NSU, IUB, AIUB campus
d. Outdoor Marketing:

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2.6. Relationship
Marketing

Identifying Potential
customers: We will launch a
new product “Swash” under
Rooh Afza and there will be
two variations. One
is apple and another is grapevine. This product will target the untapped area of Rooh Afza and
those are the young generation. In this area main competitors will be Appy fizz and other
Grapevine drinks.

Mass Customization: We will offer mass customization only in B2B process and for that we
will give them a site in the website where they can choose how much they want to order and how
much they are willing to give us for units.

One to one marketing: We will provide a Hot line in our website and in many digital media
like Facebook. So that people can call and ask for the recipe of any juice and benefits of that
drinks. For that we will hire two experts in this area to response those call. Also we will open
booth in university for our new products where customers will play games and taste our new
product. From their feedback we will use in future production plan.
For existing product we will launch event, a contest “Bhalo Thakbo, Bhalo Rakhbo” during
Ramadan for health conscious people. For that participants have to fill up a form online to
register into this contest. It will help us to retain regular core customers and by keeping them
connected we can easily create awareness among our targeted customers. We will promote this
event by using pop up videos on YouTube and will use Facebook also for better media coverage.

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In the final event day we will give samples to the participants and visitors so that they can
evaluate and give us immediate feedback of our new product “Swash”.

Permission Marketing: We will launch an app on Google play store and in ISTORE. Customers
can play games, make their own recipe, there will be many recipe of juice, drinks, smoothies.
And they will get information about vitamins of fruits and diet plan.

Also we will create new usage of Rooh Afza for customers.

Usage1. After gym drink Rooh Afza. If you don’t take care your body, who will?
Usage2. Drink “Swash” with morning snacks to prepare your body for a tiredness day.
Usage3. Want to give a surprise visit to your neighbors? Take Rooh Afza with you. Have a
Happy “Adda Day”.
Usage4. Friend is sick? Too weak to eat fruits? Bring Rooh Afza to his home with you. Take
care your close one. If you don’t, who will?
3. Conclusion:

In conclusion we can say that, in the end of the day all we care about is our health and Rooh
Afza is providing the source of health benefits by examining through their laboratories. The
lacking was in the promotion which we tried our level best to portray to some extent. Otherwise
this traditional syrup is way much better than any other drinks now-a-days are available in the
market. We are targeting to the young generation as they will take forward this traditional
beverage to the next generation and hold the heritage. Thus, building a healthy community is the
main vision.
Reference:

1. https://builtvisible.com/hierarchy-effects-application-hypothesis/ \

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2. https://jaago.com.bd/
3. https://www.hamdarduniversity.edu.bd/about/hamdard-bangladesh/
4. http://www.roohafzabd.com/
5. https://en.wikipedia.org/wiki/Rooh_Afza
6. https://www.researchgate.net/publication/310506320_Evaluating_the_Brand_Audit_Report_-
_RoohAfza
7. https://www.scribd.com/doc/47647372/Final-Project-Rooh-Afza
8. http://www.gyanunlimited.com/health/rooh-afza-syrup-benefits/10600/
9. http://www.thepages.com.bd/2017/07/25/juice-beverage-industry-potential-emerging-sector/
10. https://www.scribd.com/doc/28271798/Beverage-Market-in-Bangladesh

Appendix:

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Page | 46